Amsterdam, North Holland, Netherlands
Growth comes from people first. I'm convinced of that. The strategies, the P&L, the tech stack all matter. But the teams you build and the culture you create? That's what makes something stick long-term. My career has taken me from co-founding a SaaS startup with one partner and zero guarantees, to running e-commerce P&Ls across 40+ countries, to sitting on the ExCom of a global luxury fashion house. I didn't plan it that way. I followed curiosity, said yes to problems that scared me a little, and tried to actually learn from each step rather than just survive it. Today, as COO & CDO of Casablanca Paris, I run a dual mandate across e-commerce, retail expansion, supply chain, tech transformation, AI adoption and business intelligence, with full P&L ownership across all digital and commercial channels. Working on a brand with this much soul has been a privilege. It's also a daily reminder that operational rigour and creative ambition aren't opposites. They push each other forward. Before Casablanca, I was at adidas and Reebok scaling digital wholesale and e-commerce globally, and ran full P&L ownership for Crocs across EMEA and LATAM during some of the brand's most intense growth years. I've made mistakes along the way and learned from every one of them. Alongside my operating role, I work with PE firms and family offices on digital transformation, AI-driven value creation and brand growth. Those conversations keep me honest about what's actually happening in the market. Outside work, I run, I travel, and I genuinely believe there's something to learn in every situation, good or bad. That probably shapes how I lead more than anything I've read in a business book. Always up for a real conversation. Feel free to reach out.
Member of the Executive Committee at Casablanca Paris, a global luxury fashion house known for its bold aesthetic and joie de vivre. Dual mandate spanning commercial operations and digital transformation across all channels. Scope of accountability: – Digital Commerce & E-commerce — Leading and growing the commercial team, setting the vision and framework for how the business trades and scales online. Together we have delivered significant net revenue growth across two consecutive years. – Technology Transformation — Driving a full technology stack transformation, from ERP to omnichannel execution, bringing together the right people and partners to future-proof the business. – Supply Chain & Logistics — Overseeing global fulfilment operations across two warehouses, including a newly established US facility. Renegotiated logistics trade terms resulting in a material improvement in cross-company operating efficiency. – Retail Expansion — Steering teams through the end-to-end opening of two luxury flagship boutiques: Beverly Hills and Paris. From concept to doors open. – Commercial Growth — Shaping and continuously evolving the DTC growth strategy across eCom, retail and marketplace channels, building the commercial blueprint that underpins the brand’s international expansion. – IT & Business Intelligence — Building and governing the technology framework and BI infrastructure to embed data-driven decision-making across every part of the business.
Strategic and operative growth driving for selected top-tier European & US private equity firms and family offices. Proven track record of delivering results and enhancing brand value in the ever-evolving digital landscape.
Brought in as CDO to work directly alongside the CEO and Operating Partner on the full commercial and digital turnaround of a 120-year-old heritage footwear brand. The mandate covered both online and offline — DTC, wholesale, distribution and operations — with a real focus on building the commercial engine the brand needed to grow. What the role covered: – E-commerce & DTC — Rebuilt the channel from the ground up. Doubled online revenue within 12 months by introducing a proper commercial trading framework and putting the right team in place to run it. – Distribution — Redesigned the distribution strategy, opening the brand to Tier 0 boutiques and premium fashion accounts that had previously been out of reach. – Logistics & Operations — Cut shipping costs by 17% through hard renegotiation of 3PL contracts and freight consolidation across a multi-region footprint. – Wholesale — Rebuilt the sell-in process with a structured readiness strategy developed together with the CMO and Product teams, improving both sell-in quality and sell-out results. – Digital Roadmap — Set and executed the digital agenda across eCom, CRM, paid media and data infrastructure.
Member of the Senior Leadership Team at Crocs with full P&L ownership for digital commerce across 40+ countries — covering e-commerce, the app, 3P marketplaces and digital wholesale for both the Crocs and HeyDude brands across EMEA and LATAM. What the role covered: – Commercial Performance — Grew digital revenue +41% year-on-year while improving EBIT by +800 bps. Took DTC share to 45% of the total mix and turned the 3P marketplace from loss-making to profitable. – Scope Expansion — Joined to lead Europe. Promoted mid-tenure to take on full EMEA, with an additional mandate to build the LATAM digital business from nothing. – Distributor Strategy — Led the programme to bring distributor markets back in-house, reclaiming direct commercial ownership from third parties across several key territories. – Team Building — Hired and led a 75-person cross-continental team covering all channels across EMEA and LATAM, managing the digital portfolio across both Crocs and HeyDude following the acquisition.
Built and lead the adidas' Partner Development organisation – successfully optimized the way adidas & Reebok grows it’s digital share of business with its Top25 accounts globally. Building on previous work to build the right teams to develop and implement digital capabilities across adidas and Reebok partner websites and apps, this promotion has been expanded to include the commercial pillar to lead. Key stakeholders internal: SVP Digital Growth, VP Digital Transformation, SVP WHS, Head of Product & Assortment Key Achievements • Implemented account mapping at regional market level to manage investment and divestment strategies with accounts • Developed and implemented a digital account approval process for the potential addition of new adidas / Reebok accounts • Optimized product ranging / merchandising (cutting longtail),which increased the share of full price sales to Tier A accounts
Built and lead the Center of Excellence for digital wholesale from the ground up. Identified the best-in-class shopper experience on the websites and app of the top 25 partners and successfully unlocked it to increase market share. Key Stakeholder internal: VP Digital Transformation, VP Concept-to-Consumer, Head of Data Analytics, Head of IT, Head of Retention & Loyalty Key Achievements • Hired & Co-hired >80 people for global and regional digital capabilities roles • Streamlined and reshaped the global and regional team structure in Data Analytics, Retail Media & Performance Marketing, Onsite Consumer Experience and Membership programme • Created and conducted account capability assessments for adidas‘ & Reeboks’ key omnichannel-, pure players and eMarketplaces globally • Unlocked adidas‘ and Reebok’s direct-to-consumer capabilities (membership, content syndication, data insights) to share with Tier A accounts • Introduced/Implemented a culture of growth mindset based on testing, learning, failure and success